Is it convenient to talk at the moment? supposed empire order soma medication identifier type “Keeping up with the Joneses here is really remarkable,” said Mike Breen, author of "The Koreans: Who They Are, What They Want, Where Their Future Lies." “The faddishness comes from the fact that the brands in Korea are the 'chaebol' [conglomerates like Samsung and LG] themselves, and not the products. Combine that with the way Koreans have been educated to compare themselves with others” and you have a spending super-storm.